Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market factors
- TV is still tops...
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- Figure 1: Media activities undertaken regularly (almost every day), by age of child, 2011
- ...but children’s priorities are changing
- Children’s programmes see investment decline
- Toy story
- Smartphones are the new black
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- Figure 2: Take-up of mobile phones/smartphones, by age and gender of child, March-April 2011
- Radio and magazines declining
- Empty pockets
- Companies, brands and innovation
- Leading TV channels
- Top six web entities
- Pre-teen social media competition
- Radio cutbacks
- Beeb leads in magazine sector
- Multi-platform model
- Social networking with a conscience
- New forms of TV
- The consumer
- Bedroom hub
- Diverse TV tastes
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- Figure 3: Type of TV programmes watched by children, October 2011
- Radio listening highly music-oriented
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- Figure 4: Type of radio programmes listened to by children, October 2011
- Teen girls are biggest magazine readers
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- Figure 5: Type of content read by children in magazines, comics and newspapers, October 2011
- Figure 6: Activities done regularly by children on the internet via a desktop/laptop computer, October 2011
- Video is most popular online activity
- Social media on the move
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- Figure 7: Activities done regularly by children on mobile devices, October 2011
- Real-time discussions
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- Figure 8: Attitudes towards TV, magazines, comics and newspapers, October 2011
- Advertising divides opinions
- Love of learning
- Same old same old (websites)
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- Figure 9: Attitudes towards the internet/technology, October 2011
- Age of the screenager
- What we think
Issues in the Market
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- Is there a downside to multichannel children’s TV?
- What opportunities do children’s media multitasking habits present?
- Does radio still have a role in children’s media?
- What is the outlook for children’s magazines?
- Are early teens properly catered for by children’s media?
Future Opportunities
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- Trend: Influentials
- Trend: No Degree, No problem
Internal Market Environment
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- Key points
- Two TV camps
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- Figure 10: TV platforms, Q4 2006-Q1 2011
- Nine in ten kids live in multichannel households
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- Figure 11: Digital TV access in home, by age of children and socio-economic group, 2007-11
- Figure 12: Location of televisions in the home, July 2011
- Increase in channels means increase in choice
- Children watching more TV
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- Figure 13: Average hours of weekly TV viewing, by age of children, 2005-10
- Most children are viewing in early evening
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- Figure 14: Size of the children’s (aged 4-15) television audience, by time of day, 2010
- Post-watershed increase
- Two thirds of viewing is in adult airtime
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- Figure 15: Children’s (aged 4-15) total weekly viewing, by channel type, 2006-10
- BBC kids’ channels grow market share
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- Figure 16: Children’s (aged 4-15) total weekly viewing of children’s airtime, by channel type, 2006-10
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- Figure 17: Volume of children’s programming on five main PSB channels in daytime, 2004-10
- Figure 18: Volume of children’s programming on the BBC’s digital channels: all day, 2004-10
- Only 7% of multichannel TV hours are ‘first-run’ in-house
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- Figure 19: Total multichannel hours and first-run originations/acquisitions, by genre, 2010
- Figure 20: Content spend by commercial multichannel companies in key genres, 2009 and 2010
- X Factor most watched programme
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- Figure 21: Top ten most watched programmes by children aged 4-15, 2010
- BBC spending review
- Power of merchandise
- Prosperous porker
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- Figure 22: Top ten bestselling character licences in the UK, 2010
- Thomas and Bob go West
- Nine in ten kids have web access
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- Figure 23: Internet access (PC/laptop-based) in home, by age of child and socio-economic group, 2007-11
- The big six websites
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- Figure 24: Web entities accessed most, by age of children, March 2011
- Underage networking
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- Figure 25: Children's use of social networking sites, October 2011
- Smartphones take off among early teens
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- Figure 26: Take-up of mobile phones/smartphones, by age and gender of child and socio-economic group, March-April 2011
- Active users
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- Figure 27: Activities conducted on a smartphone – teens versus adults, March 2011
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- Figure 28: Activities done less since having a smartphone – teens versus adults, March 2011
- Keep taking the tablets
- There’s an app for that
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- Figure 29: Free versus paid mobile apps available in official storefronts, by leading mobile operating system providers, May 2011
- Radioheads drop
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- Figure 30: Radio listening at home, by age of child, 2009-11
- Children’s mags decline
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- Figure 31: Volume of UK magazines distributed, 2006-10
- Pre-school edutainment
- Timelord leads primary sector
- Bittersweet for Sugar
- No new consoles sees video game market fall
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- Figure 32: UK sales of consoles, by value, 2006-11
- Figure 33: Value of the UK video games market, 2006-11
- Not in front of the children
Broader Market Environment
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- Key points
- Double-dip risk
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- Figure 34: GDP quarterly percentage change, Q1 2004-Q3 2011
- Figure 35: UK consumer confidence index, December 2010-November 2011
- Kids also take a pay cut
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- Figure 36: Weekly pocket money, by gender, July 2011
- Growth in 5-9s
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- Figure 37: Trends in the age structure of the UK population, 2006-16
- Single parent surge
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- Figure 38: Trends in marital status, by presence of own children, 2001-11
- Staycations up, holidays abroad down
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- Figure 39: Overseas and domestic holiday trips, 2006-11
- Indoor childhood
Competitive Context
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- Key points
- Comparative media use
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- Figure 40: Media activities undertaken regularly (almost every day), by age of child, 2009-11
- 12-15s spend 50 hours a week on TV, web, gaming and radio
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- Figure 41: Estimated weekly hours of media consumption at home, by age of child, 2011
- Allegiance to TV is falling
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- Figure 42: Media activity children would miss the most, by age of child, 2007-11
Who’s Innovating?
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- Key points
- Horribly successful
- Milkshake launches magic app
- Kinect TV
- LazyTown comes to iPad
- Green monkey business
- Co-creating with kids
- New TV platforms
- Soap gets real
- Tailor-made SpongeBob
Companies and Products Targeting Children
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- TV
- CBBC
- CiTV
- Channel 4/E4
- Cartoon Network
- Disney Channel
- Nickelodeon
- Pop TV
- MTV
- Internet
- Bebo
- Club Penguin
- Stardoll
- Mind Candy
- YouTube
- Radio
- BBC Radio
- Fun Kids Radio
- Comics and magazines
- BBC Worldwide
- Egmont
- Sugarscape.com
Children’s TV and Computer Habits
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- Key points
- Multimedia hub
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- Figure 43: Children's use of TV and computer, October 2011
What do Children Watch on TV?
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- Key points
- Girls have broader TV tastes
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- Figure 44: Type of TV programmes watched by children, October 2011
What do Children Listen to on the Radio?
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- Key points
- Teenage girl music fans
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- Figure 45: Type of radio programmes listened to by children, October 2011
What do Children Read in Magazines, Comics and Newspapers?
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- Key points
- Teenage girls are also biggest mag readers
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- Figure 46: Type of content read by children in magazines, comics and newspapers, October 2011
- Boys prefer cartoons and sport
What do Children do on the Internet via Desktops/Laptops?
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- Key points
- Video is top online activity
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- Figure 47: Activities done regularly by children on the internet via a desktop/laptop computer, October 2011
- Seven in ten listen to music online
- Teen girls are most creative online
- Digital shop window
What do Children do on Mobile Devices?
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- Key points
- Rise of mobile networking
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- Figure 48: Activities done regularly by children on mobile devices, October 2011
- Half of 12-15s use apps to play games
- Newspaper apps for teens
Children's Attitudes towards TV, Magazines, Comics and Newspapers
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- Key points
- Social TV watchers
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- Figure 49: Attitudes towards TV, magazines, comics and newspapers, October 2011
- Ad divisions
- Boys and their toys
- Like to learn
Children’s Attitudes towards the Internet and Technology
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- Key points
- Online routines
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- Figure 50: Attitudes towards the internet/technology, October 2011
- Parental controls weaken rapidly as kids get older
Appendix – Children's TV and Computer Habits
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- Figure 51: Children's use of TV and computer, by demographics, October 2011
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Appendix – What do Children Watch on TV?
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- Figure 52: Type of TV programmes watched by children, by children's use of TV and computer, October 2011
- Figure 53: Most popular type of TV programmes watched by children, by demographics, October 2011
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- Figure 54: Next most popular type of TV programmes watched by children, by demographics, October 2011
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Appendix – What do Children Listen to on the Radio?
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- Figure 55: Type of radio programmes listened to by children, by most popular type of TV programmes watched by children, October 2011
- Figure 56: Type of radio programmes listened to by children, by next most popular type of TV programmes watched by children, October 2011
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- Figure 57: Type of radio programmes listened to by children, by demographics, October 2011
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Appendix – What do Children Read in Magazines, Comics and Newspapers?
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- Figure 58: Type of content read by children in magazines, comics and newspapers, by most popular type of TV programmes watched by children, October 2011
- Figure 59: Type of content read by children in magazines, comics and newspapers, by next most popular type of TV programmes watched by children, October 2011
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- Figure 60: Type of content read by children in magazines, comics and newspapers, by type of radio programmes listened to by children, October 2011
- Figure 61: Most popular type of content read by children in magazines, by demographics, October 2011
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- Figure 62: Next most popular type of content read by children in magazines, by demographics, October 2011
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Appendix – What do Children do on the Internet via Desktops/Laptops?
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- Figure 63: Activities done regularly by children on the internet via a desktop/laptop computer, by children's use of TV and computer, October 2011
- Figure 64: Activities done regularly by children on the internet via a desktop/laptop computer, by most popular type of TV programmes watched by children, October 2011
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- Figure 65: Activities done regularly by children on the internet via a desktop/laptop computer, by next most popular type of TV programmes watched by children, October 2011
- Figure 66: Activities done regularly by children on the internet via a desktop/laptop computer, by type of radio programmes listened to by children, October 2011
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- Figure 67: Activities done regularly by children on the internet via a desktop/laptop computer, by most popular type of content read by children in magazines, comics and newspapers, October 2011
- Figure 68: Activities done regularly by children on the internet via a desktop/laptop computer, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
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- Figure 69: Most popular activities done regularly by children on the internet via a desktop/laptop computer, by demographics, October 2011
- Figure 70: Next most popular activities done regularly by children on the internet via a desktop/laptop computer, by demographics, October 2011
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Appendix – What do Children do on Mobile Devices?
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- Figure 71: Activities done regularly by children on mobile devices, by children's use of TV and computer, October 2011
- Figure 72: Activities done regularly by children on mobile devices, by most popular type of TV programmes watched by children, October 2011
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- Figure 73: Activities done regularly by children on mobile devices, by next most popular type of TV programmes watched by children, October 2011
- Figure 74: Activities done regularly by children on mobile devices, by type of radio programmes listened to by children, October 2011
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- Figure 75: Activities done regularly by children on mobile devices, by most popular type of content read by children in magazines, comics and newspapers, October 2011
- Figure 76: Activities done regularly by children on mobile devices, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
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- Figure 77: Activities done regularly by children on mobile devices, by most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
- Figure 78: Activities done regularly by children on mobile devices, by next most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
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- Figure 79: Most popular activities done regularly by children on mobile devices, by demographics, October 2011
- Figure 80: Next most popular activities done regularly by children on mobile devices, by demographics, October 2011
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Appendix – Children's Attitudes towards TV, Magazines, Comics and Newspapers
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- Figure 81: Attitudes towards TV, magazines, comics and newspapers, by children's use of TV and computer, October 2011
- Figure 82: Attitudes towards TV, magazines, comics and newspapers, by most popular type of TV programmes watched by children, October 2011
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- Figure 83: Attitudes towards TV, magazines, comics and newspapers, by next most popular type of TV programmes watched by children, October 2011
- Figure 84: Attitudes towards TV, magazines, comics and newspapers, by most popular type of content read by children in magazines, comics and newspapers, October 2011
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- Figure 85: Attitudes towards TV, magazines, comics and newspapers, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
- Figure 86: Attitudes towards TV, magazines, comics and newspapers, by demographics, October 2011
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Appendix – Children's Attitudes towards the Internet and Technology
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- Figure 87: Attitudes towards the internet/technology, by children's use of TV and computer, October 2011
- Figure 88: Attitudes towards the internet/technology, by most popular type of TV programmes watched by children, October 2011
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- Figure 89: Attitudes towards the internet/technology, by next most popular type of TV programmes watched by children, October 2011
- Figure 90: Attitudes towards the internet/technology, by most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
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- Figure 91: Attitudes towards the internet/technology, by next most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
- Figure 92: Attitudes towards the internet/technology, by most popular activities done regularly by children on mobile devices, October 2011
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- Figure 93: Attitudes towards the internet/technology, by next most popular activities done regularly by children on mobile devices, October 2011
- Figure 94: Attitudes towards the internet/technology, by attitudes towards TV, magazines, comics and newspapers, October 2011
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- Figure 95: Attitudes towards the internet/technology, by demographics, October 2011
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Appendix – Children’s Use of Social Networking Sites
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- Figure 96: Children's use of Facebook, by demographics, October 2011
- Figure 97: Children's use of Twitter, by demographics, October 2011
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- Figure 98: Children's use of other sites, by demographics, October 2011
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